developing· Economy· Updated
Osem-Nestle Launches PRO FIBER Line of Enriched Foods
Osem-Nestle is launching a new product line in Israel called PRO FIBER, which enriches its popular food items with protein and dietary fiber. The company is investing tens of millions of shekels in the initiative, aiming to expand the line to include a wide range of products by 2027. The move follows competitors Strauss and Tnuva, who have already established protein-focused brands in the market.
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What happened
- 01Osem-Nestle is investing tens of millions of shekels to launch its new PRO FIBER product line in Israel.
- 02The new line will enrich popular everyday foods, including Bamba, pasta, and Tivall vegetarian schnitzels, with protein and fiber.
- 03The initial launch features Fitness and Tivall products, with plans to expand to other brands by 2027.
- 04The initiative is partly a response to the rise of weight-loss injections, which increase the need for nutrient-dense foods.
- 05An October 2026 survey by Osem-Nestle showed that 85% of Israelis do not know the recommended daily fiber intake.
- 06The enriched PRO FIBER products will be priced higher than the standard versions, which will remain on sale.
- 07Competitors Strauss and Tnuva have already established protein-focused offerings in the Israeli market.
The initial rollout of the PRO FIBER line will feature baked snacks and crackers under the Fitness brand, alongside vegetarian schnitzels from the Tivall brand. By 2027, the range will expand to include other Osem-Nestle and partner brands, such as Tzabar, Bamba, pretzels, biscuits, pasta, couscous, and instant noodles. Most of these products will be manufactured in Osem's Israeli facilities, with a smaller portion imported under Nestle brands.
This strategic move is partly a response to the growing popularity of weight-loss injections, which reduce food intake and increase the need for nutrient-dense foods. Additionally, an October 2026 survey conducted by Osem-Nestle revealed significant gaps in consumer knowledge regarding daily nutritional needs. While 48% of Israelis surveyed focused on a protein-rich diet, 85% were unaware of the recommended daily fiber intake, and 61% did not know their personal daily protein needs.
The enriched PRO FIBER products will be priced higher than their standard counterparts due to the added costs of fortification. However, Osem-Nestle will continue to sell the original, standard versions of these products at their current prices alongside the new line.
Summarized by baba from the reports of 3 newsrooms. Updated
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